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Use Direct Mail and Get Inside the Reader's Head

Posted by Brian Jones on May 29, 2020

Converting leads has proven to be a major challenge for marketers during the COVID-19 crisis.

Well, here’s a solution that could help with this dilemma — direct mail.

Direct mail is having a moment right now.

In fact, the USPS "COVID Mail Attitudes" report shows that 65% of those surveyed said that getting mail actually puts them in a better mood. And 54% said direct mail made them feel more connected.

So if consumers look forward to getting mail each day, why not consider ways to include direct mail in your marketing mix.

And here’s a bonus idea: Combine that direct mail with a bit of human psychology and you can really make an impact. 

The fact is, direct mail can be even more effective when you add elements of “behavioral economics” to your campaign.

You know that direct mail can help you:

Improve customer loyalty

  • With special offers for customers based on their most recent purchases
  • By suggesting a “next best” offer, product or item
  • By making people feel “special” and showing them you care

Become a trusted authority

  • By giving people information that is relevant and useful
  • By providing that information on a regular basis

Now add behavioral economics:

Did you know that 98% of the time our brains operate in what’s called System 1 (the automatic, unconscious system)? Appealing to this system can help get your message across and improve response rates.

Here how to leverage the dominant System 1:

  • Use emotional triggers — Using emotional copy and imagery can help you connect readers in a powerful way.
  • Create clean, never cluttered designs — Clear and concise wins the day. Readers have limited attention spans and even less patience. Make sure to use ample white space and use crystal clear copy. Everything should be easy to read and understand.
  • Engage and delight — Like a good punch line, the brain enjoys connecting the dots and a touch of well-placed humor does that wonderfully. It’s easier said than done, so if you’re not sure about it, don’t do it.
  • Be original — It’s the best way to grab attention. Our brains are trained to look for something new, different, and cool. A novel message or layout has stopping power. It can really help your mailing stand out in the mailbox.

And these are just a few ideas. The human mind has a unique ability to filter out distractions and focus on what matters. Use a targeted message to the right people with the right message plus a little brain science, and you can help improve the success of your mail campaigns, even during challenging times like these.

J&C can help you create a direct mail campaign that gets results. As a direct response marketing agency, J&C is experienced in motivating customers to act. With new customer behaviors and new consumer patterns developing, direct response channels and tactics should be built into your re-evaluated marketing strategies.

Contact J&C at bjones@jacobsclevenger.com. I’ll show you how we’ve helped other companies like yours get through uncertain times.

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Topics: Behavioral Economics, Direct Mail

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